“…This involves the team analyzing: the industry context (Giesen et al, 2007;Nesse et al, 2012), the current market situation (Lee et al, 2011;Palo & Tähtinen, 2013), the competitors within the market (Leem et al, 2005) and the customer's needs (Johnson, 2010;Osterwalder & Pigneur, 2010). This involves the team analyzing: the industry context (Giesen et al, 2007;Nesse et al, 2012), the current market situation (Lee et al, 2011;Palo & Tähtinen, 2013), the competitors within the market (Leem et al, 2005) and the customer's needs (Johnson, 2010;Osterwalder & Pigneur, 2010).…”